From owned to earned - the B2B communications guide to getting valuable media coverage
Most B2B companies do some sort of owned content. Quality and success can vary greatly, but the value of a company blog or other owned media is pretty well understood by the majority of B2B marketers.
But once you’ve spent the time creating eBooks or whitepapers, or set up a regular blogging presence, what can you do next?
Earned media is often the missing pillar of a B2B organization’s implementation of the PESO (Paid, Earned, Shared and Owned) model.
With the right approach and correct technique any company – regardless of size or ‘stature’ – can benefit from adding an earned media component to its content strategy to:
But once you’ve spent the time creating eBooks or whitepapers, or set up a regular blogging presence, what can you do next?
Earned media is often the missing pillar of a B2B organization’s implementation of the PESO (Paid, Earned, Shared and Owned) model.
With the right approach and correct technique any company – regardless of size or ‘stature’ – can benefit from adding an earned media component to its content strategy to:
- Take your message to a much wider range of prospects
- Build credibility through trusted third-party endorsement
- Improve on your link building strategy
- Join or change the conversation taking place in the media